Católica-Lisbon SBE, elected Corporate Superbrand 2023, had the honor of hosting yesterday, May 9th, Superbrands Portugal for the presentation of the 2024 Consumer Data Study. This exclusive event brought together the academic community around a topic of unquestionable relevance: the behavior of Portuguese consumers regarding influential brands in the market.
The study, conducted by Superbrands, aims to provide a deeper understanding of consumer behavior patterns in Portugal, highlighting the brands that exert the most influence and how consumers interact with them. Based on robust data and careful analysis, the study offers valuable insights into the links between consumers and brands, as well as the factors that shape their purchasing decisions.
The session was initiated by André Alves, Brand and Digital Marketing Director of Católica-Lisbon SBE, who emphasized the importance of presenting this study in the academic context, highlighting its impartiality and transparency in analyzing consumer preferences. Subsequently, Oscar Palomar, Founding Partner of AMINT, took the floor to present the conclusions of the aforementioned study.
The analysis of the data reveals a remarkable rise of national brands in the panorama of superbrands in Portugal. Continente leads the ranking, demonstrating its strength and prestige. Adidas and Nike follow, occupying the second and third positions, respectively. With a 100% growth between 2020 and 2024, the number of national brands in the Top 20 now reaches 50%, highlighting the growing influence of Portuguese companies. Changes in the ranking between 2023 and 2024 reveal an interesting dynamic, with brands like Adidas, Nike, Delta, Nestlé, and MEO rising in positions, while others like Mimosa, Worten, and Galp enter the Top 20.
Furthermore, the predominance of five sectors of activity, including retail, food, sports, technology, and telecommunications, representing 79% of the Top 20, evidences the diversity and dynamism of the national market. The evolution of sectors over these years is also revealing, as there has been a significant increase in the presence of food, sports, telecommunications, and energy in the Top 20, while the technology sector registers a decrease.
The analysis of this data offers a clear view of the vitality and competitiveness of the Portuguese market while highlighting the continuous growth of national brands in the superbrands scenario. These conclusions underscore not only the strength of Portuguese companies but also their ability to stand out and compete in a globally challenging environment.